Luxury fashion house Gucci is officially entering the wearable technology race. Luca de Meo, CEO of Gucci’s parent company Kering, confirmed yesterday that the brand is collaborating with Google to develop advanced, AI-powered smart glasses. Speaking on the sidelines of Kering’s capital markets day in Florence, de Meo indicated that the first Gucci-branded smart glasses are expected to debut “probably next year, 2027.”
This move follows Google’s broader strategy to revive its eyewear ambitions under the “Project Aura” banner, utilizing the Android XR platform and Gemini AI to compete with the highly successful Meta Ray-Bans.
The “Luxury Take” on Project Aura
While Google is reportedly preparing to launch its own first-party smart glasses in late 2026 (alongside partners like Warby Parker and Gentle Monster), the Gucci collaboration represents a high-end, “prestige” tier of the hardware.
- Design First: Unlike the ill-fated Google Glass, which focused on a “tech-first” look, the Gucci version is expected to leverage iconic Italian frames—potentially adapting a luxury Wayfarer-style design.
- Android XR Integration: The glasses will run on Google’s Android XR platform, allowing for seamless integration with Android smartphones and the Google ecosystem.
- AI Capabilities: Powered by Gemini, the glasses are expected to include multimodal features:
- Visual Context: Understanding and narrating what the user sees.
- Real-time Translation: Providing audio or HUD-based translations.
- Personal Assistant: Managing schedules, navigation, and messages via voice.
Strategic Pivot for Kering
The partnership is a central piece of Kering’s plan to revitalize Gucci, which has faced slowing sales recently. By positioning Gucci as a tech pioneer in the luxury space, Kering hopes to:
- Shield against changing tastes: Moving beyond traditional leather goods and apparel into high-growth tech wearables.
- Challenge EssilorLuxottica: Competing directly with the industry leader that manufactures Ray-Ban Meta and Oakley smart glasses.
- Modernize the Brand: Reconnecting with younger, tech-savvy consumers through “functional luxury.”
The Smart Glasses Competitive Landscape (2026–2027)
The announcement solidifies a crowded roadmap for the smart eyewear market over the next 18 months:
| Brand | Partner | Estimated Launch | Primary Focus |
| Google (Aura) | Warby Parker / Gentle Monster | Late 2026 | Mass-market daily wear. |
| Apple | Internal | Late 2026 / 2027 | High-res AR / iPhone ecosystem. |
| Samsung | Google / Qualcomm | Late 2026 | Standalone AI connectivity. |
| Gucci | 2027 | Luxury design & AI assistance. | |
| Meta | EssilorLuxottica (Ray-Ban) | Available (Gen 3 coming) | Social sharing & built-in AI. |
CEO Insight: “Gucci has 105 years of history and recognizable aesthetic codes,” de Meo told Reuters. “The goal is to use those codes to make a product people actually want to wear on their face, while Google provides the ‘brain’ that makes it useful.”
Expected Pricing
While official pricing has not been announced, analysts suggest the Gucci x Google glasses will carry a significant “luxury premium.” With standard Google-partnered glasses expected to start around $299–$399, the Gucci version is rumored to be positioned in the $800–$1,200 range, depending on lens options and materials.
